Personalization at Scale: Delivering Tailored Experiences

Five key pillars to achieve personalization at scale

1. Precision Targeting of Audiences: Based on 360-degree customer data from first, second and third-party sources, including data on their interactions across touchpoints, purchase history and customer preferences, among other attributes, to develop deep customer intelligence and insights around their preferences, behaviors, and needs.
2. Compelling Personalized Content at Scale: Based on deep customer insights, it is important to identify the right experience and design compelling content in order to drive the required customer action. This requires a company to reimagine their entire content supply chain, including ideation, generation, review, approval and activation of content and experiences.
3. Intelligent Contextual Experience Orchestration: Once companies have compelling personalized content, it is critical to deliver this seamlessly across multiple channels, tailored to a customers’ journey and actions, in real-time. This helps deliver consistent, contextual and personalized experiences across multiple channels, such as websites, mobile apps, social media, and email. This requires automated processes and capabilities such as Decision Engines, CDPs and dynamic website content.
4. Continuous Measurement and Optimization: As companies start to deliver more personalized experiences, it is critical to strengthen and scale their measurement and optimization capabilities to maximize ROI. This requires continuous testing, experimentation, and rapid optimization along multiple dimensions, including content, channel mix, and more – none of which are possible without greater automation and intelligence.
5. Agile Operating Model: Achieving all the above requires strategic alignment, orchestration, and cross-functional execution across several teams in an organization, including Brand, Analytics, IT, Legal/Regulatory, etc., supported by a seamless and user-friendly marketing workbench.

Several challenges across the above five pillars make it difficult to achieve personalization at scale

• Trust and Compliance challenges with Data: A major obstacle to scaling personalization is the management of data and ensuring timely access to actionable insights at individual level or microsegment level or campaign-level. To personalize effectively, it's essential to have access to precise and complete customer data. Yet, numerous businesses face difficulties with isolated data, disjointed systems. Merging and generating insights from different sources is a complex and lengthy process, which complicates the ability to personalize on a large scale. Additionally, issues of privacy and security are significant concerns. Finding equilibrium between personalization and safeguarding data privacy presents challenges, potentially restricting personalization initiatives.
• Efficiently delivering high demand for Content volume and variations: Another significant hurdle in advancing personalization lies in attaining the necessary volume, variety, and pace at which personalized content can be evaluated, approved, and prepared for the market. Personalization demands a substantial transformation in not only producing and storing content on a large scale but also in streamlining the review and approval process for the extensive quantity of modular, bite-sized content, ensuring each piece adheres to precisely tailored personalization rules.
• Orchestration challenges across diverse channel centric automation tools: Ensuring the automated orchestration systems are dependable is crucial for displaying the correct content to the intended target at the appropriate moment, in alignment with established personalization rules. Businesses encounter difficulties in achieving cohesive orchestration across various channel-focused automation solutions. The operational costs can skyrocket unless there is foundational investment considered in integrated orchestration solutions.
• Lack of an agile operating model: Personalization at scale also requires a clear strategy, alignment and seamless execution across different teams and departments within an organization, across Business and IT. This is an area most large organizations struggle with, as traditional organizational structures create siloes with disconnected goals and competing priorities. Breaking through this paradigm requires companies to transform their operating model to be agile, synergistic cross-functional with shared values and vision for personalization.

The Promise of Gen AI for Personalization at Scale

How Bodhi connected with Adobe can enable personalized content at scale

The Business Impact

• 1.5% Increase in AOV
• 30% Revenue Increase
• 40% Improvement in conversion rate

How Publicis Sapient is helping clients on Personalization using Gen AI

Here’s a summary of Core AI features:

• Ionsights.IS - Unlocking understanding of consumers and markets to deliver smarter strategies faster.
• Creative.IS - Driving creative excellence, enabling diversity of ideas and personalized execution.
• Media.IS - Powering the most effective media through feedback loops, faster evolution of assets and placement, and automated QA.
• Software.IS - Bringing the best software and digitally enabled products to market at scale faster than anyone.
• Operations.IS - Supercharging our operations and our people in managing client, team, and individual growth.